Three-time Olympic gold medalist and six-time world champion Shelly-Ann Fraser-Pryce is set to unveil her new hair care line, AFIMI: The Essence of Jamaica, during a launch weekend in New York on February 1-2. As the iconic Jamaican sprinter transitions toward life after athletics, she is bringing her winning mindset to the business world, establishing herself as a visionary entrepreneur in the beauty industry.
The AFIMI hair care line celebrates Fraser-Pryce’s Jamaican roots, offering products designed for various hair types using all-natural botanicals sourced from the Caribbean. The name "AFIMI," inspired by Jamaican culture, reflects individuality, confidence, and resilience—qualities Fraser-Pryce embodies both on and off the track.
“AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me,” Fraser-Pryce shared. “I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”
The launch weekend will include special events such as the Genesis Lab, Kingston Café presented by Grace, a Fireside Chat, the Champion Gallery presented by Nike, and the AFIMI Salon. These activities are designed to celebrate Fraser-Pryce’s journey as an athlete, mother, and businesswoman while connecting with fans and supporters who have stood by her throughout her career.
Fraser-Pryce, who turned 38 in December, continues to inspire with her entrepreneurial efforts, merging her personal passion for hair care with her desire to empower others. The AFIMI line underscores her commitment to celebrating natural beauty and creating products that are effective and easy to use.
As Fraser-Pryce edges closer to her retirement from competitive athletics, she is focused on building a legacy that extends beyond the track. The launch of AFIMI represents another chapter in her remarkable journey, showcasing the resilience, excellence, and heritage that have defined her life and career.
Fans and supporters are invited to join Fraser-Pryce in New York for the celebration, which promises to highlight the essence of Jamaica and the inspiring story of one of the greatest athletes of all time.